Showing the importance of balancing traditional and innovative mediums, USAE news notes associations are experimenting with bringing back channels such as printed newsletters while investing more resources and effort in newer platforms like podcasts and apps.

“The biggest takeaway from my perspective is that only one in five associations indicate they have a good handle on reader, member and advertiser needs,” Dave Bornmann, chief marketing officer, Naylor Association Solutions, told USAE. “Without a strong understanding of those needs, it is nearly impossible to develop relevant, compelling content.”